Marketers hit by downside of globalisation

Globalisation, which was meant to boost big companies’ profits through increased economies of scale, has proved a disaster for the majority of marketing directors and may threaten long-term brand values, according to a survey of more than 100 senior marketers.

The marketers claim they are increasingly being forced to meet short-term targets with insufficient resources, while longer-term problems have to be ignored, threatening future earnings.

The study, conducted online by communications and marketing management consultancy Blackbird Practice, reveals that two-thirds of marketing directors are gloomy about prospects for the marketing industry, and complain that they are having to waste far too much time on management tasks, leaving too little time to spend on marketing their products or services.

John Crowley, managing partner of Blackbird, says: “Senior marketers are chiefly dealing with the negative effects of globalisation and rationalisation.

“The pressures on brand owners and agencies to squeeze margins means short-term effectiveness is being impaired with no sight of any long-term benefits.”

The survey also found that cutbacks in marketing budgets and staffing levels are forcing marketing directors to outsource key functions, either to freelance marketing professionals or to their marketing services agencies.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here